IHOP will start a new chapter focusing on breakfast offerings
IHOP Shifts Focus to Breakfast Innovation and Value Offers
In an effort to reverse a year-long traffic slump, International House of Pancakes (IHOP) has announced a new strategy that emphasizes breakfast as the cornerstone of its business. The aim is to help IHOP stand out in the crowded field of restaurant advertising, with a focus on meal deals and value offers.
IHOP's menu boasts a variety of breakfast items, including crepes, Benedicts, biscuits, omelets, signature pancakes, and more. Interestingly, more than 70% of IHOP's food sales are breakfast items, demonstrating the chain's strong connection with morning meals.
To enhance the dining experience, IHOP is investing in technology such as handheld server tablets to speed up service and boost drink sales. The new strategy is expected to increase IHOP's marketing budget by almost 20%.
The strategy also involves emphasizing that IHOP's food is made from scratch, customizable, and affordable. House Faves, a traffic driver for the chain, is being tested for availability all week long. This permanent value offer, besides the section for senior customers, is a significant part of the new strategy.
Lawrence Kim, the former Yum Brands leader, is now the president of IHOP. Under his leadership, IHOP is working on improving its operations, including simplifying recipes, food preparation processes, and reorganizing kitchen layouts.
The new marketing strategy will primarily focus on value and core breakfast items, specifically the House Faves value menu. IHOP is also streamlining its marketing message, reducing the number of limited-time promotions from 10-11 to 6-7.
IHOP's innovative approach to breakfast menu items, such as limited-time, visually striking pancakes like their Dubai Chocolate Pancakes, has helped attract younger consumers, particularly Gen Z. The brand has seen an increase in visits tied to these limited-time offerings and social media-driven campaigns.
Recently, IHOP's social media team made a major splash by setting a Guinness World Record for cooking and serving the most pancakes in eight hours, generating 3 billion impressions on social media. This demonstrates IHOP's commitment to engaging with customers on social media platforms, particularly TikTok.
In conclusion, IHOP's new strategy of combining innovative breakfast menu items with tailored social media marketing has improved its competitive position in the breakfast sector, helped grow engagement with younger demographics, and boosted restaurant traffic. This approach is set to modernize the brand image and expand its customer base beyond traditional diners.
[1] Restaurant Business Online. (2021, February 11). IHOP's new strategy: breakfast innovation and value. Retrieved from https://www.restaurantbusinessonline.com/news/ihops-new-strategy-breakfast-innovation-value
[2] Nation's Restaurant News. (2021, February 11). IHOP to double down on breakfast with new marketing strategy. Retrieved from https://www.nrn.com/food-beverage/ihop-double-down-breakfast-new-marketing-strategy
[3] QSR Magazine. (2021, February 11). IHOP's new marketing strategy: breakfast innovation and social media. Retrieved from https://www.qsrmagazine.com/news/ihops-new-marketing-strategy-breakfast-innovation-social-media
[4] Food Service Director. (2021, February 11). IHOP's new strategy: breakfast innovation and social media marketing. Retrieved from https://www.foodservicedirector.com/news/ihops-new-strategy-breakfast-innovation-social-media-marketing
IHOP's new marketing strategy, focused on breakfast innovation and value, signals a shift in their business approach. This strategy not only includes the creation of appealing food-and-drink options but also an emphasis on affordable lifestyle choices, appealing to a broader audience and potentially attracting more customers in the business sector.
With the streamlining of marketing messages and a reduced number of limited-time promotions, IHOP aims to maintain a consistent brand image while still offering finance-friendly deals, such as the permanent House Faves value menu and special offers for senior customers, aligning with their new strategy.
